What you need to know about advertising’s #viewability metric

Prior to today, have you ever heard of the viewability online advertising metric? This tool is now gaining major traction after a new report from Google was released this week. Every digital advertising professional understands that viewability remains one of the most important elements of online media. This crucial online advertising metric, which monitors impressions that can [...]

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4As Letter Calls for More Stringent #Viewability Standards

The 4As has jumped into the debate around viewability standards, sending a letter to members that calls for stricter standards than those proposed by the Interactive Advertising Bureau. In the letter, signed by 4As leaders Bill Tucker and John Montgomery, the ad agency trade association proposes that clients should only be expected to pay for [...]

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Digital advertisers says #viewability is the biggest challenge for 2015

What do you think is the biggest challenge facing digital publishing in 2015? Would it be “viewability”? In a recent survey by The 614 Group and AdMonsters, not only did 63% of advertisers said viewability was their greatest challenge, the majority also said they thought high viewability was a pipe dream. Earlier this month, the IAB released a [...]

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The Year In Re: #Viewability

“Viewability” may not have been the word of the year for 2014, but to many in the programmatic media-buying industry, it will be its final word. The conversation began late last year when Google announced it would allow marketers to transact on viewable impressions, and the industry seemed to take a step forward when the Media Rating [...]

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Ad targeting improves #viewability metrics for campaigns

In line with conventional wisdom, advertisers can improve the percentage of ads viewed by consumers through proper targeting and improved ad relevancy, research reveals. According to the Interactive Advertising Bureau (IAB), for an in-stream video ad to satisfy minimum standards, 50% of its area must be displayed for at least two seconds to count as [...]

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#Viewability in display advertising gains prominence among advertisers

Google’s report that 56.1% of all digital display ads are not seen by visitors might have created a stir but Indian advertisers seem more sanguine about the issue. “Viewability is of course important but what is more necessary is engagement. If an ad is bad, viewers will not interact with it even if it is [...]

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Ad-Agency Trade Group Rejects Online Ad-Viewability Guidelines

The American Association of Advertising Agencies sent a letter to some of its members on Friday saying it will “not endorse” the online advertising guidelines put out by the Interactive Advertising Bureau last week. The guidelines suggested that online ad industry should aim to have their campaigns achieve a “70% viewability threshold” in 2015. That [...]

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Survey of interactive media and advertising executives: What were the top 5 highlights?

Here are the highlights of a survey of interactive media and advertising executives conducted by The 614 Group, a global digital consultancy, and AdMonsters, a professional community and conference series for digital ad operations and technology leaders. (Rob Rasko, the 614 Group  CEO and founder, pictured left.) Viewability,the biggest challenge? When asked which issues are expected to be “digital publishing’s [...]

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5 things we learned about programmatic in 2014

Programmatic buying may solve some of the industry’s problems, but it’s also creating its own set of issues. As 2014 progressed, more and more brands, agencies and publishers either learned the programmatic ropes or enhanced their approach to it. But programmatic advertising is a complicated, evolving area that the industry is still grappling with. Here’s what we learned [...]

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The ‘Ad Viewability’ Uproar: How The Digital Media Industry Is Attacking The Problem Of Unseen Online Ads #viewability

Marketers are spending more than ever on digital advertising, but there are growing concerns over whether digital audiences actually see many of these ads. Users are often served an ad that appears in an inactive web window or an out-of-view part of their screen. Viewability is particularly challenging for online video ads, since these ads are [...]

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